I focus on using the Internet, Inside Sales, Lead Generation, Gamification, and Social Media to grow business. I'm also an American who cares enough to speak up and a serial entrepreneur with a short attention span, so I need things to work really fast.

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I just got off the phone last week with Mark Roberge, Senior Vice President of Sales and Services at HubSpot.

We were debating a title for the joint webinar we are doing together this coming week and I had to ask him, “So come on Mark, what people really want to know is how your team at HubSpot does your own internal lead generation.”

It helps that their powerful cloud-based marketing automation software helps them analyze and plan for the very things we are talking about. We like HubSpot because like us, they are very data-driven, and are world leaders in social media best practices for business.

He consented to an interview, which I concluded Friday afternoon. Here is a summary from the seven pages of notes I took. I talked him into going in depth in the webinar and providing a summary for Forbes.

Most of the rest of this article I summarized from Mark’s own words:

#1 You need both Quality and Quantity of Content

Everyone has finally figured out you need really good content on the web, but it doesn’t need to be a Ph.D. article, it’s all about blogging; great stuff, real stuff, and lots of it.

The key is multiple blogs a week, or better yet, per day.

We had heard the rule that you should do 3-4 blog articles a month. About 2 years ago we brought on a new blog editor and we were worried about keeping up the comments, links, and views if we added more content.

So we tested it.

We first went to 1 article per day… comments, links, and views went up.

Then we kept pushing to 5 articles per day… comments, links, and views went up.

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That is right Darin. It all starts with the buyer. Buyers shop differently today so the sales and marketing tactics need to follow that transformation. When companies are slow to adapt, that presents an opportunity for disruptors.

Alexa is a pretty hard stat to fool. For Forbes readers who don’t know what Alexa.com does, they rank every website in the world by overall web traffic, links, etc., the lower the rank the better.

Just go to http://www.alexa.com and type in your website URL and it tells you your ranking.

I think that others can experience similar results, I just don’t know if they will throw the same kind of effort behind what they do like HubSpot does. Marketo is pretty amazing and so is Eloqua and Act-On, but all in different ways.

If you look at Eloqua, they are the oldest big marketing automation company, last year they went public, and were recently purchased by Oracle. Their Alexa rankings are 5,647 global and 2,522 US. Eloqua has a solid inside sales team and even though their growth wasn’t fueled as much by inbound marketing, they still achieved great success. Marketo and ActOn are also experiencing rapid growth.

It will be very interesting to see how the lower cost, high impact trajectory of HubSpot matches up over time. Mark Roberge will obviously have a big impact on the outcome.

I would agree Brian. Low quality content would not be effective. However, I do think many folks set too high of a bar for every article and thus their quality suffers. You know your business. You answer the same questions every day from prospects. They are smart answers. Just get them out on your blog working for you. You do not need to conduct a 3 month research initiative to generate a high quality blog article.